广告中的仿拟现象分析

发布时间：2018-07-16 11:51

【摘要】：随着社会经济的发展,广告现象已经深入到人们生活的各个方面。语言是广告信息中的重要载体,广告中的语言必须具有鲜明针对性和强烈说服力,于是修辞的运用就成为了丰富广告语言的一个重要的手段。仿拟作为一种修辞现象,在广告中的运用非常的普遍。“仿拟”指得是故意模仿某一既有的语言表达形式来表达另外的意思。优秀的仿拟在广告中不但可以满足广告商创新、求雅、求同的心理,而且有助于唤起消费者对仿体的感知、理解、和记忆。过去关于仿拟的研究主要突出其在文学作品中的批判特征和艺术美感,对于仿拟在广告文体中的研究相对较少,而且主要集中在基本的修辞角度。本文主要以维索尔伦的语言顺应论为理论基础,从语用学的角度探讨了仿拟手法在广告中的运用,旨在探讨广告语篇中广告者的仿拟的选择是否顺应交际语境,为仿拟研究提供了一个崭新的视角。本文采用定性和定量相结合的方法来分析英汉广告实例,通过研究发现,广告中仿拟辞格的运用正是语言选择从不同程度上动态的顺应了人的物理世界,心理世界和社交世界:即动态的顺应了物理世界中的时间背景,空间指示;心理世界中的认知因素和情感因素;以及社交世界中的社会规约和文化因素。英汉仿拟广告都从不同程度上顺应了人的三个世界,那么基于在顺应过程中英汉仿拟广告的对比,我们能够更加深刻的了解仿拟式广告语的顺应形式和特征,对广告商创作成功的仿拟广告有指导意义。语言顺应论为我们研究广告中的仿拟现象提供了一个崭新的视角,在此基础上我们才能更好的理解广告语言,更好的理解仿拟修辞在广告中的运用。与此同时,本研究将从理论上丰富仿拟研究的角度,丰富顺应论的解释力,对广告制作人制作仿拟式广告提供一些有用的指导和对受众解读仿拟式广告提供一些帮助性建议。
[Abstract]:With the development of social economy, the phenomenon of advertisement has penetrated into every aspect of people's life. Language is an important carrier of advertising information, and the language in advertising must have distinct pertinence and strong persuasion, so the use of rhetoric has become an important means to enrich advertising language. Parody, as a rhetorical phenomenon, is widely used in advertising. Imitation means deliberately imitating an existing form of expression to express another meaning. Excellent imitation can not only satisfy advertisers' psychology of innovation, elegance and common understanding, but also help to arouse consumers' perception, understanding and memory of imitation. In the past, the researches on parody mainly highlighted its critical characteristics and artistic aesthetic sense in literary works, but the researches on parody in advertising style were relatively few, and mainly focused on the basic rhetorical point of view. Based on the theory of linguistic adaptation of Versolren, this paper discusses the application of parody in advertising from the perspective of pragmatics, with a view to exploring whether the choice of parody in advertising discourse is adapted to the communicative context. It provides a new perspective for imitation research. This paper uses qualitative and quantitative methods to analyze English and Chinese advertising examples, and finds out that the use of parody in advertising is the dynamic adaptation of language selection to the human physical world to varying degrees. Mental world and social world: the dynamic adaptation of the physical world to the time background, spatial indication; the psychological world cognitive and emotional factors; and social and cultural factors in the social world. Both English and Chinese parody advertisements have adapted to the three worlds of human beings to varying degrees, so based on the contrast between English and Chinese parody advertisements in the process of adaptation, we can better understand the adaptation forms and characteristics of parody advertising. For advertisers to create successful imitation advertising has a guiding significance. Linguistic adaptation theory provides a new perspective for us to study parody phenomena in advertising. On this basis, we can better understand advertising language and the use of parody rhetoric in advertising. At the same time, this study will enrich the theoretical perspective of parody research, enrich the explanatory power of adaptation theory, provide some useful guidance for advertisers to make parody advertisements and provide some helpful suggestions for the audience to interpret parody advertisements.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：H052

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